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Broadcast Media Relations
At Clear Cut Films, we have a simple advantage over those who emerge exclusively from the world of Public Relations or Marketing in that we have a far deeper appreciation of the way the broadcast media operates having been a part of the ‘Media Monster’ for over two decades. We understand the minds of those who control the news agenda and how they think because we think the same way. Many so-called PR gurus have never even stepped foot inside a television or radio newsroom.
We act as national media advisors for a number of high profile organisations. We play a fully active role in all aspects of their dealings with broadcasters from devising communication strategies that actually work, to preparing spokespeople for television and radio interviews, to lecturing on the subject at their conferences nationwide.
With satellite trucks and regional correspondents, the broadcast media can respond extremely quickly to virtually any story. However, if necessary, Clear Cuts Films can work just as fast.
After a coach crash on the M4 in which a number of passengers died and many more were seriously injured, we were called upon to provide immediate media support for a team of emergency trauma doctors who attended the scene. The police had already launched a criminal investigation, yet after we briefed the team on the risk of subjudacy and patient confidentiality, we were able to field live interviews with the lead physician within an hour of the incident.
Crisis Media Management
Having worked on most types of news stories, we can see a desperate need for up-to-date and ‘realistic’ crisis media management. At times things do go badly wrong. However, dealing with a public relations disaster in the full glare of the broadcast media can in itself make matters worse if you fail to adopt the right approach. Clear Cut Films can help ensure that you don’t fall into the ‘incident pit’.
Recently while working as a correspondent for Sky News, our Director of News, Derek Tedder attended a hastily convened press conference at which the doctors of an out of hours GP service wanted to face the cameras after the high profile death of one of their patients. Following an investigation, it was accepted that eight of their doctors had misdiagnosed a serious bacterial infection. As a direct result of these repeated mistakes, the patient subsequently died a few days later.
The doctors were dreadfully advised and ill prepared for a press conference that hit the national headlines. For some twelve minutes, Derek and his colleagues savaged the individuals live on Sky and BBC News. It made for some sensational television, but the doctors should never have placed themselves in that position. They became angry at the type of questions fired at them from the correspondents and at times, some even lost their temper live on television. As an exercise in media relations, it was disastrous.
So how would Clear Cut Films have advised the doctors in this situation? Well it was clear that a number of repeated misdiagnoses had been made, but to expose themselves to the ravages of the national media was foolish to say the least. It served only to further undermine the confidence in GPs everywhere and made those involved look unprofessional and pitiful.
This was one occasion where the doctors should have stuck to issuing a considered written statement through the Press Association admitting their mistakes, apologising to the family and outlining what had been done to rectify any failings, thus avoiding the subsequent public humiliation. In addition, prior to the statement being released to PA, we would have recommended the doctors had a quiet few days off somewhere out of touch. The story would not have lasted more than one day.
Corporate Film & Radio Production
The secret to making a good corporate or training film or radio production is to ensure the programme is a ‘good watch’ or an ‘interesting listen’. There are so many programmes in circulation that are unimaginably dull. At Clear Cut Films, we know how to tell a good story and have decades of experience in producing engaging television and radio. These skills transfer well into the realm of corporate production.
No matter what the subject, the piece has to be entertaining. Your message will only carry across if the viewer or listener wants to stay with the production until the end. Get this right and you’ll stand a good chance of achieving your goal. Watch CO2, the Rebreather Incident to see what we mean.
Executive Broadcast Coaching
Knowing how to conduct yourself in front of a news crew and live on television doesn’t only start when the cameras begin to roll. At Clear Cut Films, we can assist you to deal effectively with news correspondents, cameramen and radio reporters. More importantly, we can help you understand the minds of news editors whose influence behind the scene should never be underestimated.
Many PR consultants try to convince their clients that you can ‘manage’ the media during interviews. We at Clear Cut Films believe this is a perilous piece of advice that can land you in deep water as the media will ultimately always have the upper hand.
One of our reporters working for ITV News was sent to interview a senior NHS manager at a high security hospital where a vulnerable patient with a history of suicidal tendencies was released into the community to combat over crowding at the facility. The next day in a very public place, the man killed himself.
The manager had obviously been advised that during the recorded interview he was to ignore each one of the reporter’s questions and keep repeating the one line he wanted to get across. The hope was that eventually the reporter would give up and return to the newsroom with that one message.
However, after a few minutes and with the camera still rolling, the reporter pointed out what the manager was doing and asked him to respond properly to his reasonable questions in the public interest. The manager became embarrassed and agitated and eventually gave up. Having nowhere else to go, he turned and actually ran away! All of this was captured on camera. That night in the evening news, the manager came across as a complete fool.
Specialist Underwater Filming
Working underwater is an inherently dangerous activity and to safely capture moving pictures requires experienced commercial media divers. At Clear Cut Films, the entire dive team is commercially qualified and HSE approved to operate in this challenging environment. We have extensive experience in operating beneath the surface and have a proven track record in providing amazing footage. Our dive kit and camera equipment is state of the art and the most sophisticated on the market.
We mainly dive using closed circuit rebreathers which allows the team to stay underwater for considerably longer than those who use conventional SCUBA. When filming marine life, we can move much closer to the action as our divers do not blow out any bubbles to frighten the wildlife.
For over four years we ran the Sky News Dive Team for British Sky Broadcasting, the UK’s only underwater film unit dedicated to a news network. Check out the Endangered Manatee story.
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